Website Redesign (When it’s needed?)

Having a new website (or your older one redesigned) doesn’t actually mean a sure shot increase in conversion rates or more downloads or an increase in sales. One should always be ready to face complications and needs to consider the impact of SEO when changing the site’s structure.

However, if you do your homework (i.e. research and testing), a website redesign will propel your business forward. We want to share the reasons why we are committed to this project, what we have changed along the way so you can hopefully save time on planning and the potential headache down the line.

Why does a Website Redesign really matter?

You might have heard that a website redesign should be done every three years or so. But when it should really be done? If it is really worth the time, stress and expense?

Your website can be a major source of leads and revenue. if it isn’t, it might be time to take a close, hard look at how your website is performing. Your prospects visit your website to decide whether to buy from you and if they aren’t satisfied with the information provided, they will leave and quickly forget about it.

What is the first thing that you need to do?

  1. First things first, gather data on the current user journey and map out everything.
  2. Plan the project and set priorities for your end goals but keep in mind that the User’s needs are the primary focus so make sure they are always taken care of.
  3. Create prototypes to better understand what the new website needs to be in order to match all customer requirements. User testing is the right (and best) way to see if the created architecture works for what the user is looking for.
  4. Remember, the User defines your failure or success – use data and feedback to create the perfect journey for your user.

Upcoming challenges that you might face?

Restyling a website is a delicate process. Changing the UI could cause discrepancies with well-ranked pages on search engines – so you can use them as milestones to build the new architecture and improve the ranking for other pages later.

Another challenge is the consistency between products. Keeping your branding, copy and product consistency isn’t as easy as it may seem but it can only benefit your brand.

So, why did we redesign our website? There are six solid reasons but above all, we want the renewed website to reflect our values as a company and put us in a better position to serve our customers the best we can.

Some significant reasons to implement the website redesign:

1: To communicate our brand values better:

Understanding the brand and customer’s psyche and mentality comes first if you are redesigning the website. Yet, if still can’t portray the brand values to its customers there is no need of web redesign at all. You are just going to waste time, energy and a lot of money.

2: To improve website usability for our visitors:

If you have a ‘brick and mortar’ store, your aim should be to keep it presentable. The same story applies to your online site. With the new website, one can hope to improve his site structure and the user experience. To do this, one should always focus on telling a story that connects our core USPs (unique selling points) with the pains and challenges of our customers.

One can also introduce contact forms to make it simpler for prospects and customers to get in touch with us and receive responses as quickly as possible.

3: To improve usability and flexibility for our marketing team:

Creating a new landing page, changing the formatting or sequence of page elements, adding new assets are all crucial tasks for testing your site’s performance and improving conversion rates. But not all content management systems (CMS) are accessible from the back-end and marketing teams often feel limited by needing to ask developers for help.

The back-end of our old website didn’t support the flexibility that we required to manage all content, especially when we introduced new features for our tool or wanted to perform tests to make improvements.

Since our marketing team wanted full control, we needed a website that would allow us to create, test and manage as many elements as possible. This was where our website developers went above and beyond to create a website that didn’t just look good but is also easy to manage.

4: To improve SEO and site performance:

For example, if an old website had detailed menus, it’s pages was mainly image-based and the overall length of the copy and the number of inbound links was lacking heavily. The website structure was tedious for some users as well as for search engines. To counter this, first of all, analyze best performing, high-value pages and use them as the cornerstones for this upcoming website structure.

It’s ideal to have an experienced web developer and a technical SEO expert to help you in the process. But if you don’t, there are plenty of resources available online that can help and guide you including painless website migration tips and advice on performing an SEO audit to check rankings. It’s also wise to do a full link audit before launching your new website.

5: Testing is essential to improve the quality and volume of the leads generated:

Inbound leads are important for marketing funnel if someone wants to generate more high-quality leads by improving their website and strategy. To do this, one should expand the type of content that lived on the site. They should perform testing for a few months after that confirm that knowing their buyer personas is crucial for improving conversion rates. With tools like Optimizely, you can A/B test your website pages and only make changes when you know they will work with the majority of your visitors. Look out for an increase in conversion rates every time a change occurs, the copy to specifically target the ideal customers. So do lots of testing, before and after you redesign your website.

6: To facilitate integrations with external software:

Last but not least, we wanted to make our website compatible with all of the tools that we currently use to improve data capture, testing and user experience. For example, integrating with Salesforce allows us to feed all captured data straight into our CRM, which makes it easier for our consultants to get back to prospects.

We are also integrated with a live chat tool and added integration with our webinar software provider, making it simpler for our attendees to register and watch the webinar recordings afterward.

Spending less time on admin tasks is one of the best pieces of advice we can give! There are quite a few marketing technologies that can help you do just that, and it is particularly useful if you are working with a lean team.

There are many reasons why you could want to do a website redesign or migration. Understanding the ‘why’ and planning the project while keeping user experience and function in front of mind is what worked for us. Whenever your website doesn’t perform as it should, be it because of design, conversions or general feedback issues, it’s an opportunity to improve. Testing concepts and new page designs before making drastic changes can help you get a good grasp on what your final spec will look like.

Clarity is proud to have been providing website redesign on various platforms and services to North America for many years. With the addition of our Dotman Tech division and an extensive team of developers, we will continue to surpass expectations.


Call Clarity at 800-354-4160 today or email us at [email protected] . We are partnered internationally around the globe and we are open seven days a week 8:30 AM to 5:00 PM EST/EDT. .


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